Ive will certainly be happy today* to hear that Burberry is teaming up with Apple to use the not-yet-released iPhone 5s to capture and share images and video from the upcoming runway show in London, taking place this coming Monday, September 16.

This new collaboration is inteded to showcase the new clothing line, of course, but also to show how great the iPhone 5s iSight camera is, with it’s new, larger pixels, exposure area, and lens. It will allow photographers at Burberry to take high quality photos and high resolution video of the runway models, product details, and moments backstage.

Just imagine all the slo-mo.

Apple is excited for the partnership.

“iPhone 5s makes it even easier to take great photos with the world’s most popular camera,” said Apple vice president Greg Joswiak in a press release. “We’re thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera.”

For its part, Burberry benefits from the halo effect, letting the fashion company pair its brand of high fashion with the classy, high-end iPhone 5s, revealed just days ago.

“This collaboration celebrates our relationship and shared foundation in design and craftsmanship. We have a mutual passion for creating beautiful products and unlocking emotive experiences through technology, which has made it intensely exciting to explore the capabilities of iPhone 5s,” said Burberry’s Christopher Bailey. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”

The live runway fashion show takes place on Monday, September 16, with a live stream at the Burberry website.

The iPhone 5s will be available starting on September 20 in the US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK. It should come to over 100 countries soon after.

Burberry is disgusting. What a horrific partnership. I give it a month before PETA goes nuclear.

TylerHoj

I’m boycotting the 5S, and have already advised some of my veggie buds to do the same. Funny what the power of one can do. I think I single-handedly cost Apple over 2 grand in iPhone sales, easily – (Assuming their margins are approx. 40%). And I’m not going to stop there…It’s a drop in the bucket(universe) compared to the size of Apple and how many phones they sell but hopefully they’ll get the point not to work with such a terrible company like Burberry. Media has been contacted. PETA has been contacted. FARM has been contacted. This means war.

David Chan

Shut up, hippie.

About the author

Rob LeFebvre is an Anchorage, Alaska-based writer and editor who has contributed to various tech, gaming and iOS sites, including 148Apps, Creative Screenwriting, Shelf-Awareness, VentureBeat, and Paste Magazine. Feel free to find Rob on Twitter @roblef, and send him a cookie once in a while; he'll really appreciate it.

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